Different moments of truths occur before the consumer makes the final purchase of a product. First Moment of Truth (FMOT) is a shelf decision moment. Erternel and Peyk (2018) define FMOT as the customer’s first interaction with the product occurring at the store shelf. During the FMOT, the shopper first encounters the brand and decides whether to buy or not. Second Moment of Truth (SMOT) refers to the experiencing or the actual use of the product. It is paramount that shopkeepers keep their brands at high standards, as SMOT occurs at home when the consumer uses the brand and can be delighted or disappointed.
The Third Moment of Truth (TMOT) refers to the consumers' response to the service or product. In the TMOT stage, the consumer expresses their satisfaction, curiosity, and emotion depending on their experience with the product. Zero Moment of Truth (ZMOT) refers to the time when consumers are exposed to the brand in which they readily grab their tablet, smartphone, or laptop to obtain credible third party information concerning the product.
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I experienced the different MOT when I visited an electronic shop to purchase my second smartphone. FMOT occurred when I saw Samsung Galaxy Note 9, and its beauty mesmerized me. I immediately accessed my other smartphone to access the internet and learn more about the phone making my ZMOT. Based on the online reviews, I decided to purchase the phone and started using it, whereby its processing speed camera amazed me, thus making my SMOT. I was delighted when I used the Samsung Note 9 phone such that I started recommending it to my friends that sought to buy a phone, thus making my TMOT.
Through the Samsung galaxy s 9 experience, I learned that packaging, beauty, and visual appearance are important in marketing. Additionally, quality products create a great image of the brand, such that the consumers will always recommend it to other buyers. Therefore, as a marketer, I would ensure that I work with high-quality brands to gain consumers' trust, who then become repeat shoppers and great advertisers of the product.
Quality is becoming a major strategic variable for improving customer satisfaction. Services characteristics such as inseparability, intangibility, perishability, and variability affect marketing. For example, intangibility emphasizes the uncertainty in customers' buying decisions. The variability aspect explains the quality aspect of the personal services. Inseparability is concerned about the service encounter.
The capacity aspect of services is catered for in the perishability concept. For example, when I visit the banking sector, I am concerned about employees' provision of quality services. On influencing my buying behaviors, bankers ought to ensure they provide quality services for good recommendations. My service encounter in the banking sector influences my buying decisions as services can be varied depending on the employee.
References
Ertemel, A., & Peyk, P. (2018). The impact of zero moment of truth on consumer buying decision: An exploratory research in Turkey. International Journal Of Social Sciences And Education Research , 4 (2), 310-318. Retrieved 8 February 2021, from http://dergipark.gov.tr/ijsser.
